Danish companies doing business in China have been asked to give one example of how they contribute
positively to Chinese society through their activities.

Quality and Corporate Responsibility
企业社会责任

30

With fashion, we can make a difference to our only planet.
时尚改变世界

31

Thirst for great and growth
渴望伟大，携手成长

32

Most of the companies would be able to provide many examples. But that is not really the point. The point is to
show the Chinese public how Danish investment in China makes a difference not only in traditional economic
terms, but also in the way Danish companies handle their business and relate to society around them.

Being part of a Family
成为家族的一员

33

Helping Shangri-La reduce its carbon footprint
帮助云南香格里拉降低碳排放

34

Each company and contributor has had complete freedom to describe their footprint as they see it.
The contributions in this book do not necessarily represent the views of the Danish Embassy.

OUR FOOTPRINTS
IN CHINA
for long lasting business and the benefit of society
Companies and societies interact and influence each other – they make
footprints.
By tracing these footprints we can tell a lot about how we interact and
contribute to society and the environment we live in.
It gives us a tool to make more footprints.
Mutual influence: China and Denmark
The many Danish companies present in China all influence China – and
are influenced by China. This is the rationale behind the “My Danish
Footprint in China” project.
In this publication we focus on the positive impact that interaction with
Danish companies has on society in China. Not to celebrate what has
already been achieved – but to make more footprints.
Danish companies make more footprints in China than “just” their
products and services.
Understanding China
China has 5000 years of impressive history – and the last 30 years
represent a growth hitherto unseen in world history. China is pursuing
not only growth but also the development of a harmonious scientificallybased society focused on quality and stability.
Denmark can learn from China – but Denmark also represents a society
of environmental and social innovation and responsibility that can contribute to China’s further development.

Peter Gade has written a couple of pages in this publication.
Understanding Denmark
To give a better idea of the background and values that Danish companies are built on, we asked the well-known author Wang Fan to give his
input. Wang Fan has visited Denmark on several occasions and we regard
“From the Danish Fairy Tale to the World’s Reality” as a very important
contribution to “My Danish Footprint in China”.
Good footprints indicate good business
The contributions from companies in “My Danish Footprint in China”
are diverse and informative. We hope you will find them inspiring.
At the Royal Danish Embassy we do our best to support Danish companies in order to do business with China in a way that allows both parties
to benefit. This booklet highlights some of the many positive contributions made by Danish companies, which help improve society in both
China and Denmark.
Ultimately it also helps create good and long-lasting business.
Friis Arne Petersen
Ambassador

When looking for someone who understands and often interacts with
China, Denmark’s best badminton player, Peter Gade, is a well-known example and role model. He contributes to Denmark’s footprints in China
in a remarkable way.

WE ARE ALL
ROLE MODELS
Every person has the right to shape their own life – to create their own
path and footprints in the world. I have chosen badminton as my path.
The sport has played a huge role in my life. And it still does. In my professional carrier I’m still highly motivated and playing against the world’s
best badminton players, among them Lin Dan from China, keep me on
my toes. During my 16 year long career I have learned a lot from these
great athletes. Their excellence and mental attitudes motivates me in my
training and keeps pushing me to go even further.
I have been coming to China for many years now and witnessed the
changes brought about by the economic growth. I respect that. The Chinese people have achieved all this because of their strong work ethics and
great effort. This is without any doubt also the case in the world of sports.
No other country has continuously strived to promote and improve the
sport of badminton – often in cooperation and with inspiration from
Denmark. We still have much to learn from each other – on and off the
court.
One of the most notable moments in my carrier was participating in
the 2008 Olympics in Beijing. It was one of those moments where one
couldn’t help to be moved about how much sport can do to inspire and
motivate people.
I try to inspire people myself by spending more and more time supporting the youth promoting sport and a healthy lifestyle. It’s not only
important for me to win. I want to give something back to the sport,
which during the years has given me so much – in China and around the
world. It is important for all of us to give something back to the society
we live in. This is why I am supporting this publication. Because we all
are role models.
Peter Gade
Danish Badminton Player

MEMO OF VISIT TO DENMARK AND INTERVIEW WITH DANISH FIRMS
-WANG FAN180 years ago, Hans Christian Andersen used his charming words in writing his
great fairy tales. By devoting his rich emotion, ingenious imagination and deep
thinking, and because of his concern with reality and pursuit of charity Andersen
and his fairy tales were promoted throughout the world.
Nowadays Danish companies aiming at a high-standard life and staying ahead in
technology and strategy have become another Andersen, writing the
modern fairy tales. With not only global vision, sustainable ideas, social responsibilities and a concern for the climate and environment, but also with respect for
humanism and science in their core values and management, these companies have
succeeded in having their modern tales accepted by the world.
Currently, more than 500 Danish companies have made their entry into China.

8

Their high-tech products and mature service, which have been widely promoted,
have made a great contribution to China’s sustainable development and low carbon
society.
However, I was even more attracted by their ideas, their culture and their profound
way of thinking, instead of merely focussing on the excellent Danish products and
services The Danish approach deserves more attention in order for all of us to gain
insight into our future development potential.,
Bearing this in mind, thanks to the help of the Danish embassy in China, I
conducted interviews with several Danish companies in China and made a trip to
Denmark, on the 280th anniversary of the arrival of the first Danish merchant ship
in China.

9

COMPANY’S DNA
COMES FROM ITS MOTHERLAND
Many people may wonder why I as a political register and biography writer have
been writing books about North European companies over and over again in the
last few years.
All the stories started from a Danish company. One of the world’s top 100 family
firms used to be a small workshop in a farm’s chicken house, which made me very
interested in it. Having discovered the full story, I feel it exemplifies an old Chinese
saying, “A phoenix may fly from a chicken house”.
I felt lucky to have the chance to explore the company later on, and subsequently
achieved a deeper understanding of Danish companies’ operation, culture and
DNA. I could not wait to translate what I had seen and thought into words, so
I wrote “Industrial Fairytale in the Kingdom of Fairytales””, thinking this might
provide a good reference for China’s economy and companies.
After this the stable development of other Danish companies has been attracting
my eyes all the time, and plunged me into deeper thinking, especially when I went
beyond the boundary of a single company into the world of human living conditions, future development and universal values.
All of this thinking took me to the motherland of these companies, Denmark,
which to my mind used to be just the land of fairy tales.
For the purpose of writing I had been to Denmark several times. After a more
profound understanding of this country’s history and reality, I started to realize her
deep qualities and elements. Or put it this way: their DNA actually derives from
Danish national culture and history.
For example, the Danish companies in China that I have contacted use environmental materials for construction, striving for non-contaminating emission. Their
pursuit of and insistence on green product research and environmental protection
impresses me a lot.
After reading Hans Christian Andersen’s “The Little Mermaid” and realizing
that her statue has become the national symbol,, I suddenly understood that a
company’s attitude and actions actually stem from the nation’s idea of harmony
between humans and environment. Currently, in many Danish people’s eyes, good
ecology and environment are even more important than mere development.

As you will see, Danish firms pay plenty of attention to social responsibilities,
which is not only reflected in their participation and donations to charity and
public welfare, but also in their care and responsibilities for employers, customers
and social community.
You may also know the famous Dane N. F. S. Grundtvig, the founder of Grundtvigianism, who pursued “Freedom, Equality and Public Welfare” throughout his life.
He played an important role in founding the folk high school and wrote a great
many ballads whose words have influenced Denmark for more than a hundred
years. Denmark is also the first country in the world to set up a governmental
department in charge of corporate social responsibility.
Danish companies are very good at saving, but instead of sacrificing high living
standards, they save at the source of production, creating competitive productivity.

12

Reading the Danish history, you will know that as early as in the Viking age the
pirates had paid attention to the dilemma of saving woods and keeping warm
at the same time. The comfort and minimalism of Danish furniture is the best
declaration of a saving culture. Walking in the bustling streets of Copenhagen,
you will rarely see women flaunting LV, GUCCI or other luxury goods, but you
will frequently come across advertisements such as ”Remove the plug when there’s
no need, and you will save 30 kroner a year.” Or: “Using one CFL (Compact
Fluorescent Lamp) will save you 60 kroner a year”. And this is the country with
the seventh highest nominal GDP per capita in the world, There is no doubt that
saving in this country is deeply rooted.
In short, if you really want to grasp the full picture of Danish companies, you will
not only have to contact Danish companies in China, but also understand fully
what they originate from. Only through a more profound understanding of their
motherland can you fully appreciate the individual Danish company.

13

SUSTAINABLE DEVELOPMENT IS BECOMING IDEOLOGICAL
After the Copenhagen Conference, the so-called “Danish Model” is becoming the
most popular global catchword.

If instead we analyze the source of the crisis and provide a feasible solution, we can
transform crisis into opportunity.

In short, the Danish Model is a sustainable development model with low carbon/
no carbon. Instead of depending on high consumption and energy costs, the new
model depends more on energy efficiency, cost control and the usage of sustainable
resources.

This is also one element of the Danish DNA: whenever this country was struck
by disaster, she would seize the chance and become stronger. In the middle of
the 19th century, owing to the emergence of the railway and the steam engine, a
huge amount of cheap grain was imported, thus undermining the economy of the
traditionally agricultural country. Consequently, the Danish people changed the
country from natural economy into market-oriented economy, the cooperative
movement becoming the new engine of Danish agriculture and industry.

To quote another old Chinese saying: “Fortune and disaster may be two sides of
the same coin”. It was the two energy crises in the 1970s which forced the Danish
government and residents to examine the traditional development model depending on oil and other non-renewable resources. Denmark then started an investigation into the structure of sustainable energy consumption.
In 1976, Denmark launched her first national energy plan. This plan contained
two sets of efforts at the strategy level: increasing the self-sufficient rate of energy
and diversifying the energy sources. Compared to other resources, wind and other
renewable energy were to be promoted.
As a windy country surrounded on three sides by the sea, the high winds are the
natural source of wind energy. Supported by the Danish government, the wind
energy industry has expanded tremendously, and the derived technological innovation, development and application have reached the top rank globally.

In the 21st century, there are more than 5,000 wind turbines in Denmark, wind
power producing above 20% of the country’s total electricity output. Her wind
power technology is also second-to-none throughout the world, amounting to
more than one third of the world wind power equipment market.

After the energy crisis of the 1970s, some countries returned to the track of highenergy consumption. However, Denmark has since then introduced top-class green
energy industry by promoting a string of laws, monitoring and standards. A great
many Danish firms follow the government’s instructions, creating a chain of green
industries through their research and development.
Due to the Danish government’s policies and instructions, the green industry is
growing rapidly, providing lots of energy-saving products, technology and service
to the world, and taking up a considerable share of the world market. More
importantly, the idea of low-carbon and sustainable development has affected every
aspect of Danish people’s lives.
For the companies I have contacted the idea of “energy efficiency, low carbon, and
sustainable development” is deeply connected with their core business as well as
their core values.

The process of the Danish pursuit for new energy solution plans deserves more
thinking: when the crisis comes, if we just try to solve the current problems passively, we can never really walk out from the crisis situation. This deserves more
reflection when the crisis comes: if we try to ignore the current problems, we can
never really escape from the crisis situation.

THE WIN-WIN OF
DANISH GOVERNMENT
AND ENTERPRISES
When I discussed development with the Danish government or with company
executives, employers or even ordinary residents, they all mentioned three aspects:
the GDP, energy consumption, and CO2 emission.
What made them proud was that over the last 30 years Denmark has experienced
a 78% GDP growth with stable energy consumption and 13% reduction in CO2
emission, which briefly but clearly illustrates Denmark’s sustainable development.
Behind all these data, Danish people’s high standard of living has always been
among the highest in the world.
But it’s not such a simple world. There are more data behind GDP, and if data like
energy consumption grow even faster than GDP, there is no reason why we should
be happy and proud.
Since the energy crisis, Denmark has taken many sustainable development factors
into consideration, e.g: national energy safety, , human living environment, , the
natural environment, economy and social welfare to draw the big map of a Danishinspired sustainable development strategy.
In this process the Danish Government has always been playing a very important
role. The Danish government is not only the first one in the world putting itself
directly in charge of energy, but also the first one in the European Union to introduce green taxes.

长期以来。我们说到发展，就一直习惯只看GDP这一个数
据，我们的脑子里只有GDP这一条曲线。看着GDP这条线上
升，我们就充满骄傲与欢喜。

It’s hard to imagine that governments don’t lead and act for their country’s development and its energy structure. A government mainly uses laws, economic control
and taxes to enforce its policies.

As for pollution, safety, environment and health, Denmark has passed many laws
to forbid enterprises to create more pollution, which means Danish firms have to
do more in the field of environment protection than in other countries by using
new technology. This explains why so many clean and healthy products appear in
Denmark.

However, in general, the Danish government will also use taxes to reach its goal.
After passing the environment tax reformation act in 1993, Denmark has set up an
environment tax system consisting of 16 different taxes, of which the energy tax is
the core one. In that year, those taxes amounted to 11% of the government’s total
revenue.
In fact, the Danish environment laws and taxes will encourage people to improve
their energy efficiency by offering a discount. All these strategies are to let people
know that what they are doing is for their own benefit.
The tax discounts provide a clear market signal. For example, the relatively high tax
rate of fossil energy, compared with that of low-carbon, easily persuade people to
use clean and cheap renewable energy. All the taxes are then spent on the search for
new energy.

降低40%-45%，非化石能源所占一次能源比重要达到15%等
指标，并公布了国家行动方案。
从2006年到2010年间，中国拿出2000亿元用于节能减排，
力争实现单位国内生产总值能耗降低19.1%左右的目标。中
国的努力和取得的成果，曾得到联合国负责气候变化主要
谈判官员克里斯蒂安娜•菲格蕾斯的肯定，她认为中国实际
上已超过了自己设定的减排目标。
中国应对气候变化、节能减排的努力，参考了世界上一些
国家选择的发展路经和推行的有效政策措施，应用了一些
国家的先进技术和解决方案。这其中就包括丹麦的绿色发
展模式，包括站在节能减排前端的许多丹麦企业的成熟技
术和解决方案。
在中国新近开始实施的十二五计划中，更制定了到2015
年，全国万元国内生产总值能耗下降到0.869吨标准煤，比
2010年下降16%； 全国化学需氧量和二氧化硫排放总量比
2010年下降8%。
有了这样一个背景，使丹麦许多在华企业对今后的发展十
分看好，许多企业将发展重心更多地转向满足中国市场需
求。他们认为践行节能减排，中国是最好的地方，现在是
最好的时机。
而中国也正可以通过参鉴和应用丹麦在可持续发展方面的
成功经验和先进技术，在集合人类智慧的基础上，为与世
界共同创出一种更为健康、节约而又舒适的可持续发展，
做出更大和更积极的贡献。
Inspired by the government’s encouragement, many new energy-efficiency companies have seen the light of day, implementing a Win-Win situation which has
plunged the Danish society into the virtuous circle. The Danish practice has the
capacity to inspire China along the same lines.
Over the last 20 years, China economy has been growing rapidly. However, the
rigid demand for energy made us become the second largest energy consumption
country and CO2 emission country.
The negative data attracted the government’s attention, and energy-efficiency and
environment protection are becoming the key point of economy reformation.
Faced with climate changes, the Chinese government has acted very positively,
Prime Minister Wen calling for a 40%-45% reduction of CO2 in 2020 compared
with 2005, and introducing the national acting plan.
Between 2006 and 2010, China invested 200 billion Yuan for energy saving and
emission reduction, to realize a 19,1% reduction in energy intensity per unit of
GDP. China’s efforts and results are acknowledged by the UN negotiator Christiana Figueres, who claims that China has done more than was expected.
The experiences and policies of many other countries provide China with very
important knowhow, including Denmark’s green development model. Their technology has also helped China to achieve a good result directly or indirectly.
In the recently applied 12th Five-Year Plan of China, China sets the goal of 0.869
tons of standard coal energy consumption for every 10 thousand yuan GDP. The
need for national chemical oxygen and for SO2 is to be reduced by 8% compared
to the 2010 level.
On this background, many Danish companies in China are very confident about
their future growth here, and many of them set China market as their main business. They think it’s the best time and place to realize energy efficiency.
China has also learnt a lot from the Danish sustainable development model. After
combining all human intelligence China is making a more substantial contribution
to a healthy, clean and comfortable world.

INNOVATION
IS THE BACKBONE
OF SUSTAINABLE GROWTH
Danish sustainable development is not just on paper or in the form of words, but a
step-by-step practice. During this process continuous and persistent innovation in
every aspect constitutes the most important backbone.

The Danish government has a daring plan to make all of Denmark a green lab,
encouraging scientists and companies from other countries to come to Denmark
for research and practice.

Denmark is not a country with plenty of resources, and she is prone to being
seriously affected by weather and climate. The Danish government and residents
are very concerned about sustainable growth. They research and develop many new
technologies to find further ways of progress.

In 2007 The Danish government founded “The Commercial Work Team for
Climate Changes”, involving 5 ministers, 12 commercial institutions, 5 scientific
institutions and the presidents of 20 large companies or management groups.

To realize the goal, create non-carbon life and keep up being competitive in the
energy field, the Danish government keeps investing in energy research. Their
strategy is to make up for the shortage of resources by investing in intelligence.
The Danish Energy Research and Consulting Committee publishes “The strategy
of Danish energy research and technology development”, which calls for the
public’s attention concerning technology development and encourages big
companies to cooperate with institutions. Their goal is to promote economy
growth by connecting with the market.
Based on the 1975-2007 survey as to international energy institutions, Denmark’s
investment in the energy research of public universities and scientific institutions
has risen by 400%. The UNEP Riso Lab, located north of the city of Roskilde, is
the specialized academic institute for energy research, a lab which is highly
competitive in terms of wind, biology and solar energy.

20

Over the following two years, this work team published a report on Danish
business strategies as to climate changes, encouraging related departments to
cooperate about the plan and conduct research.
Thanks to the government’s encouragement, Denmark is leading in low carbon
economy, achieving a string of satisfactory results with a handsome share of the low
carbon market.
One firm I visited has 5,000 staff with 6,000 patents. The manager told me
proudly that every employee had a hand in 1.2 patents.
When I talked to the innovation center founded by Danish government in China,
I was told that since 2005 Denmark has founded innovation centers in the four
countries which they thought were the most potentially innovating ones, and
which will keep an eye on the trend opportunities there and maintain Denmark’s
pioneer position.

21

I have also talked to the management of two famous Danish think tanks, both of
whom show their appreciation with Denmark’s pace in the innovation area when
competing with other countries, thinking that Denmark should keep up this
pioneer pace.
In short, their enthusiasm for innovation impresses me a lot, which also explains
why they can keep ahead in terms of sustainable development.
When I mentioned innovation, the famous NBI (the Niels Bohr Institute) comes
to my mind. It was founded by Niels Bohr, the 1922 Noble prize winner in
physics.
In 1913 Bohr published a theory about the structure of the atom based on an
earlier theory of Rutherford’s. Rutherford had demonstrated that the atom
consisted of a positively charged nucleus, with negatively charged electrons in orbit
around it. Bohr expanded upon this theory by suggesting that electrons travel
only in certain successively larger orbits. He suggested that the outer orbits could
hold more electrons than the inner ones, and that these outer orbits determine the
atom’s chemical properties.
He was great not only because he made a major contribution to physics, but also
because his institution made Copenhagen the center of theoretical physics,
attracting and educating a great many outstanding physicists. He may be said to
have founded the Copenhagen school and the Copenhagen spirit at the same time.
The Copenhagen spirit is the one which champions academic freedom and
equality, respects young talents, encourages different ideas, collects intelligence
and asks for international cooperation, which is the reason why Bohr is called the
father confessor of science.
Compared with the Copenhagen school’s academic achievement, the Copenhagen
spirit is even more important. Scientific development depends on a wide range
of ideas, on these people’s intelligence, and on international cooperation. World
civilization is built on contributions from any country, a universal treasure to the
benefit of all of us.
The Danish sustainable development model is part of man’s intelligence, which
every country in the world can use to build its own developing path.

INTEGRATED SUSTAINABLE DESIGN
1:1 ARKITEKTER is a private limited company owned by Creative Director, Architect MAA,
Torben Juul, and Technical Director, Building Technician, MAK Claus Høeg Olsen. Both partners
have spent more than 20 years working in architecture, so 1:1 Arkitekter is an architectural firm with
considerable experience.
In close collaboration with a group of Danish and Chinese partners, we have carried out a number of
sustainable projects in China. We focus on integrated design solutions, holistically thinking energy
usage and sustainable principles throughout the design process, benefiting from Denmark’s
long-standing emphasis on energy
reduction in buildings.
Our Danish partners are the Danish Technological Institute, PhoamStudio, Moe & Brødsgaard, and
Cenergia.
We are currently working on the realisation of a number of projects in China, including a sustainable
office and research centre prototype in Zhoushan, and an office and conference centre in Wuxi.
In close cooperation between architects and engineers , we believe that we contribute in China by
combining our Danish knowledge of sustainable architecture with Chinese culture and expertise, to
help fulfil the Chinese vision of a low-energy, high-technology society. At the same time, we recognize
that China has a long history of innovation, culture and vision that is a rich source of inspiration
for us.

The future establishment of our office in Zhoushan is based on a close cooperation between our
Danish and Chinese partners, as are all our business activities in China.

We look forward to a continued bright and exciting interchange of ideas, culture, and expertise with
our Chinese friends, so that we can combine forces to be a part of China’s stunning and visionary
sustainable future.
“Our Danish footprint in China leads the way towards a greener and more sustainable China”
www.1-1arkitekter.dk

WHITE CEMENT:
A GREEN BUILDING MATERIAL
Aalborg Portland Group of Denmark, founded in 1889 and with heritage status, is
the largest white cement manufacturer in the world, and in China.
Aalborg Portland Group is owned by the Italian cement group Cementir Holding
S.p.A.. Aalborg Portland (Anqing) Co., Ltd. (APAQ) was founded in November
2004 and its plant is located in Anqing, Anhui.
APAQ is an environmental leader in the white cement industry and we are very
conscious of the environmental impact of our plant. It is designed to emit 30%
less CO2 than any other white cement plant in China and by international GEP
standards, our products are considered Green Building Materials.
Sponsoring the Danish Pavilion at the 2010 Shanghai World Expo with our white
cement for the pavilion outdoor floor was an ideal opportunity to support our
government’s efforts to promote Danish culture and Green Building expertise in
China.

APAQ cooperates with Tongji University to organize the Aalborg Portland Architecture Scholarship Contest, co-sponsored by Bjarke Ingels Group and supported
by the Danish Consulate Shanghai and the Danish Ministry of Foreign Affairs.
The participants define KEY CONCEPTS of Green Building, also known as green
construction or sustainable building, by creating structures and using processes
that are environmentally responsible and resource-efficient throughout a building’s
life-cycle: from design to construction, operation, maintenance, renovation and
deconstruction. This practice expands and complements the classical building
design concerns of economy, utility, durability and comfort by defining a list of
ideas in relation to buildings and the city of the future, to generate a vision of this
idealistic possibility.
APAQ believes continuous dialogue at all levels will contribute to a better cultural
exchange between China and Denmark, and will also help the Chinese people to
enjoy a better standard of living.

QUALITY FOOD, QUALITY OF LIFE
Transparency and traceability in the value chain are characteristics which
enable Denmark to compete globally on food safety and quality. And these
valuable solutions are themselves on the market, as Danish enterprises export
many of the solutions that have created the world’s best and safest agriculture
and food production. For instance, all products related to a pig’s life cycle
from genes to biogas are exported.
In Danish agriculture and food production, virtually all aspects of the value
chain are subject to certification and independent monitoring. Any use of
veterinary medicines can be documented at the individual level, and Danish
rules for feedstuff are among the strictest in the world. Denmark also banned
the use of artificial growth promoters long before the rest of the EU followed.
The high degree of confidence between food producers and consumers is thus
based on a solid foundation of regulatory and administrative controls.

Chinese consumers are showing appreciation of human values such as health
and safety which are inseparable from the Scandinavian lifestyle. And with
China aiming to increase food production while considering the impact on
the environment, strong relations built on bilateral sharing of knowledge and
experience are now being built. The Danish Agriculture & Food Council plays
a key role in coordinating these exchanges in close cooperation with Chinese
and Danish authorities and companies in the agriculture and food business.
If you would like to know more about Danish agriculture and food, please
visit www.agricultureandfood.dk

INSPIRATION, CONFIDENCE,
AND WELL BEING
As a dairy company, Arla Foods has roots dating back 150 years when the first
Swedish and Danish dairy cooperatives were established.
Arla Foods has taken an environmental stance where we want to become even
better at ensuring more natural products and less environmental impact, for the
benefit of consumers and society as a whole.

KNOWLEDGE IN
EVERY BAG
Aller Aqua is a Danish family-owned company with more than 50 years of
experience in producing high quality extruded fish feed. Today the company has
3 factories in Europe and exports to more then 50 countries worldwide, including
China. Aller Aqua produces feed for both freshwater and marine species.
Fish farming is an increasing business in China today, but it is also increasing the
pollution caused by metabolites and residuals of feed, resulting in epidemic disease
outbreaks and lower quality of farmed fish. This is one of the major problems in
Chinese aquaculture today.
Feed from Aller Aqua is subject to Danish legislation, which sets one of the world’s
highest standards for feed. According to the legislation, the digestibility of the feed
must be very high (minimum 82%) and phosphorus and nitrogen residues must
be very low.

28

Feed conversion rates, nutritional value, sustainability and environmental concerns
are keywords in the development of our feeding programmes.

We have taken “Closer to Nature” as our corporate guiding principle, also clearly
stated in our corporate mission “To offer modern consumers natural, milk-based
food products that create inspiration, confidence and wellbeing”.

Today Aller Aqua works together with fish farmers in China to help them improve
the management of their farms and thereby enable them to increase their
production in a healthy, profitable and sustainable way.

Our footprint in China emphasises food quality, food safety and traceability in all
our products sold on the Chinese market.

We do this by implementing a complete quality programme in which we ensure
that the raw material – milk – is of the highest quality and produced responsibly.
The Arla value chain extends all the way from the farm to the consumer.
We are committed to serving the Chinese markets and for 15 years we have made
great efforts through local partnerships to ensure that our interaction with Chinese
consumers is of the highest possible standard. In China we are now further
emphasizing local research and the creation of future products uniquely developed
for the Chinese market . To assist in this ambition we opened our own office in
Shanghai in 2010.
www.arlafoods.com

QUALITY AND CORPORATE RESPONBILITY
BaltShip is an international freight forwarding company which specialises in the
planning and execution of worldwide wind energy project transportation and
logistics, onshore and offshore.

To comply with demands from clients and meet modern expectations, BaltShip
has established a Quality Management System which enables us to monitor and
develop our business processes through systematic control of our activities.

At BaltShip we believe that local presence is the best way to be part of the
development in China, and that sharing professional knowledge and cultural
heritage is the basis of our future.

HSE and CSR are deeply rooted in working practices at BaltShip. Via HSE plans,
compliance with requests from our clients and other stakeholders, and our own
Code of Conduct, we ensure that we act in a safe and sustainable manner. We
require our partners and contractors to accept responsibility for HSE and Social
Accountability, and to ensure that our transportation is carried out with the
lowest possible impact on the environment – the environment which we and
future generations depend on.

The footprint we would like to be known for is: How to create a workplace which
will serve as an example of how Chinese and Danish employees can make a
successful and high quality business when working closely together.
Our internal people-to-people programme gives our employees the opportunity to
share expertise and know-how. To improve skills and procedures, our employees
take part in workshops in Denmark and China. The joint forces also increase the
employees’ understanding of Chinese and Danish culture. These efforts support
our ambition to provide innovative transportation solutions and ensure that the
right decisions are made.

we can make a difference to our only planet.
BESTSELLER, one of Europe’s leading fashion companies, was founded in 1975
and owns 10 brands with over 6,000 stores in 47 countries. BESTSELLER
FASHION GROUP China was established in 1996. To date, it has successively
launched ONLY, JACK & JONES, VERO MODA and SELECTED on the
Chinese market, which has cemented its status as China’s “fast fashion” pioneer
and leading fashion retailer.
For the past 15 years, BESTSELLER has devoted itself to producing and translating the latest trends into accessible fashion in a creative and innovative way. We
reinvent ourselves every day, and this spurs us on to present more and more
exciting designs for our customers. We encourage young people to pursue their
dreams and ambitions with free spirit, and to enjoy life with confidence and be
proud of it. We promote a fashion spirit which is innovative and dares to face
challenges.

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As a leading fashion producer with a global vision, BESTSELLER also cares about
society and the world we live in. BESTSELLER is committed to giving back to the
community. Since 1995, BESTSELLER has managed an independent charitable
organization aimed at assisting the poorest levels of society in China and other
regions. In 2002, BESTSELLER China donated 2,300 items of clothing while
simultaneously providing financial support to rebuild a “Hope” Primary School
in Guangxi Province in Southern China. With the cooperation of the Ministry of
Foreign Affairs of China, the BESTSELLER Fund led several poverty alleviation
projects in the border areas of China’s Yunnan Province in 2006. By integrating
livelihood infrastructure, planting cash crops, and organizing training and
preservation of Miao, Yao and Hani ethnic heritage, the project established a new
model of international NGO cooperation. In 2008, BESTSELLER China donated
a large sum to help rebuild a high school in Mianyang City, Sichuan Province.
BESTSELLER believes that with fashion we can make a difference to our only
planet. www.bestseller.com

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渴望伟大，
携手成长

THIRST FOR
GREAT & GROWTH

来自丹麦的嘉士伯是世界最大的啤酒集团之一。

Carlsberg’ Danish footprints in China is more than brewery and beer - like other
Danish companies in China, it nurtures a great land with growth and green.

嘉士伯与中国的历史渊源可追溯到130多年前，那时嘉士
伯啤酒已出口销往中国。嘉士伯集团于1978年正式在中国
开展业务并逐渐发展至今。

Carlsberg, widely known as a premium beer brand from Denmark, is one of the
largest brewers globally.

Rooted in China’s beer industry development which stretches back more than 130
years, Carlsberg officially began its business in Greater China in 1978, and has
progressed to its business presence of today.
In accordance with the Western Development Strategy of central government,
Carlsberg began its “journey to the west” in 2002 by introducing advanced
technology, brewing methods and management approaches to raise local beer
brewing standards. With strategy and implementation focused on “green”
efficiency, Carlsberg improves it production processes by consuming less water,
electricity, coal and emitting less carbon dioxide, through which Carlsberg carries
out its commitment of growing together with the local community, partners,
suppliers and employees.
That calls for a Carlsberg!
www.carlsberg.com

BEING PART OF A FAMILY
The family-owned firm C.C.JENSEN, established by Carl Christian Jensen in
1953, designs, manufactures and markets CJC™ offline oil filtration systems. The
company was founded on the idea of making it possible to filter oil continuously,
so that it would maintain its lubricating characteristics over time. Today, it is still
the same innovative idea that guides us in our daily endeavours, underlined by our
strategy of Clean Oil – Bright Ideas.
Our technological footprint is to provide a filtration technology that saves oil, and
it is our passion to play a major part in the green energy sector. We work actively
with the most innovative companies in the wind turbine, power, marine, and
mining sectors and continuously develop new technologies in close co-operation
with our customers. We raise the bar on our Chinese customers’ quality
requirements and expectations of oil filtration by offering trial installations with
measurable results. Together with our customers, we do our best to make the world
a better place by saving oil (saving oil = saving CO2), while also reducing
operational and maintenance costs.

Save oil = save CO2
The culture of C.C.JENSEN and our 15 subsidiaries around the world is strongly
rooted in the notion of the CJC Family, and each year we hold a number of
anniversary celebrations. Our human resources footprint is a key concern to us,
and we focus on maintaining and growing both the spirit and competences of all
our 270 employees, and continuously develop their feeling of being a part of the
CJC Family.
In China’s capital city of Beijing, C.C.JENSEN Filtration Equipment (Tianjin)
Co. Ltd. is the workplace for 10 employees. We bring to China a result-oriented
working culture based on bringing motivated people together in an ambitious
group structure. We are committed to continuing our investments and
co-operation with both our Chinese customers and our Chinese employees.
www.ccjensen.cn

HELPING SHANGRI-LA REDUCE ITS CARBON FOOTPRINT
Shangri-La is a pristine mountain paradise, according to legend. But the
modern-day Chinese city that goes by the same name is often blanketed in a thick
layer of sooty smoke.
Without a central power plant, residents are forced to rely on wood-burning
stoves to heat their homes and make food. Air quality suffers and the surrounding
hillsides and mountains, which are on UNESCO’s World Heritage List, have been
stripped bare of trees.
But help is on the way: energy specialists from consultancy company COWI have
designed a district energy facility that will provide the mountain city with a clean,
stable heat source that emits zero CO2.
District heating systems are widespread in Denmark, where COWI is the leading
district energy consultant and has contributed to the development of the world’s
most advanced district heating technology.

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Simply put, district energy supplies heat to individual homes and business via an
underground network of pipes. In Denmark, the systems often utilize waste heat
from electricity production. These combined heat and power (CHP) solutions
achieve energy efficiency ratings of 85 per cent and have the additional benefit that
they can be easily retrofitted to use renewable energy sources like biomass .
Shangri-La is not the only Chinese city to benefit from COWI’s know-how in
district heating, however. Beijing, Dalian, Qingdao and Jinan have also implemented COWI’s energy-efficient solutions which help China grow in a more
sustainable way.
Because when it comes to carbon emissions and pollution, some footprints are best
kept small.
www.cowi.cn

Since entering the Chinese market in the mid 1990s, Danfoss , a global leader in
climate and energy, has introduced plenty of energy-saving solutions into China,
fulfilling its commitment for “making modern living possible” for millions of
Chinese people in its specialized areas in Refrigeration and Air Conditioning Controls, Commercial Compressors, Heating Solutions, District Energy and Power
Electronics.
Take the Changchun project as an example. Danfoss succeeded in carrying out a
district heating project called “Blue Sky Project”, which offered district heating via
energy surplus produced in local power plant. The launch of this project led to a
significant improvement of the air quality in Changchun, a leading industrial city
in Northeast China. It saves 28,000 tons of coal and reduces the emission of sulfur
dioxide as well as carbon dioxide by 10% respectively each year for the city.

The project in the Niujie community in Beijing is another successful case. Danfoss
engineers restructured the heating system in buildings with its heat network balance and energy saving system. Before that, the indoor temperature in Niujie area
averaged only 18℃, inviting constant complaints. The reconstruction resulted in a
significant increase on temperature, while saving 31.2% of the electric power and
13.1% of the heat energy. Additionally, another 10% of the sulfur dioxide and carbon dioxide was reduced respectively. Now the residents enjoy a more comfortable
indoor life in wintertime.
Danfoss has already launched and implemented over two hundred district energy
projects in China, all coming up with very satisfactory results. The company is
now building up strategic partnership with a growing number of Chinese cities,
striving to bring these fast growing urban areas with more blue sky and clean water
as a reliable partner for China, contributing its bit to China’s efforts in making the
ongoing urbanization process sustainable.
Further information, please visit www.danfoss.com.cn

Developing potential employees and customers for tomorrow
Danisco is a world leader in food ingredients, enzymes and bio-based solutions.
Danisco manufactures & sells emulsifiers, functional systems, textural
ingredients, antimicrobials, enzymes, starter cultures, antioxidants, sweeteners, etc..
Our products are mainly used in food and beverages, but are also applied to animal
nutrition, detergents, textile, and plastics, etc. Danisco committed to innovation.
In 2009/10, Danisco invested 7.1% of its revenue in innovation, where two-thirds
of innovation staffs are focused on research and new product development and a
third on customer solution development. Danisco set up innovation centers in 21
countries, while production and sales centers in some 40 countries, along with
innovation center in Shanghai and 5 modern factories in China currently.
Danisco’s key focus is to become its customers’ first choice and a truly
market-driven global business. In May 2011, DuPont acquired Danisco forming a
global leader in Nutrition & Health and Industrial Biosciences.

The Danisco Knowledge Award is an innovative competition activity for university
students based on food ingredients application. Danisco China operates Danisco
Knowledge Award in famous universities since 2005, and now cooperate with
China Institute of Food Science & Technology for the award since 2009. As a
world’s leading ingredients supplier, Danisco is company delivering knowledge.
University students using Danisco knowledge and ingredients during creation
of their products, and new knowledge from awarded products will come back to
Danisco’s new product in future. This creative activity can not only greatly help for
improving innovation potential of university students, but also developing
potential employees and customers, along with finding potential market.
Using nature’s own materials, science and the knowledge of our people, Danisco
design and deliver sustainable ingredient solutions that meet market demand for
healthier and safer products to a growing global population. www.danisco.com

THE BEST FOOD SAFETY
IN THE WORLD
Danish Crown is an international food company producing and selling fresh and
frozen pork, beef and processed products

At the abattoir, all production staff handling the pigs are well-trained and ensure
strict standards of hygiene throughout the slaughtering and processing processes.

Let us illustrate our footprint by telling a story:
Three little pigs live on a Danish farm. They live a proper life in excellent
conditions. They are frequently visited by the official vets to make sure that the
farmer respects EU and the Danish legislation at all times.

To make sure that the standards in the abattoirs are kept, the Danish authorities,
customers and Danish Crown employees frequently carry out audits.

The three little pigs always receive the best possible animal welfare. The farmer is
constantly evaluated by the Danish environmental authorities, not only to ensure
the pigs’ welfare, but also to make sure that the working conditions for the
employees taking care of the three little pigs are good.
The farmer wants to deliver the best pigs and therefore makes sure that he is able to
trace, explain and document all steps in the production. This makes buying Danish
Crown meat products a safe choice for consumers worldwide.

Traceability is still extremely important in the value chain, and the abattoirs make
sure that the traceability line is not broken, so the meat can be traced back at all
times.
When the products are ready, they are shipped to China. The cooling chain is
constantly monitored to make sure that it is not broken.
Then the high quality meat is ready for Chinese consumers.
www.danishcrown.dk

When the three little pigs are fully grown, they are transported to the abattoir. The
transportation is always clean, and the drivers are specially trained to ensure that
the pigs are treated well during transportation.

CHILDREN’S SAFETY,
DEVELOPMENT AND EDUCATION
FLEXA is a world-leading producer and retailer of furniture for children and
young adults, currently sold in over 40 countries. We were established in Denmark
in 1972 with the aim of creating an environment for inspiration, creativity and
activity. In 1999, FLEXA began its successful efforts to enter the Chinese market,
resulting in the Danish Super Brand Council’s ‘Export Super Brand 2006’ award.
In China, FLEXA has over 100 dedicated FLEXA Shops.

PASSION FOR FOOTPRINTS
As a passionate Scandinavian shoemaker, it is ECCO’s aim to produce
high-quality, casual comfort shoes with optimum fit.
We are a medium-sized family business, proud of our heritage and with a strong
platform because our products are relevant in today’s world. Our customers look
for quality, reliability and stylish comfort, and they get all this from ECCO.
With more than 17,000 employees from over 50 countries, ECCO is a genuine
multinational business and reflects a mix of nationalities, cultures, languages and
backgrounds. ECCO believes that in order to deliver perfect quality we must
control every part of our business.
ECCO is a member of The Royal Danish Embassy Anti-Corruption Partnership
and does its best to prevent corruption. Meanwhile, ECCO has a tradition of
taking its social responsibility seriously and donating money to humanitarian
causes. The company launched the ECCO Walk for Life charity programme and
regularly carries out a number of charitable activities, such as the ECCO
Walkathon, across the world.

38

In 2008, ECCO extended its ECCO Walk for Life programme with yet another
charity event, the ECCO Walk In Style Award, which has also been introduced in
China. The event pays homage to women who make the world a more comfortable
place to live in, and have what it takes to be a role model for other women. ECCO
is currently cooperating with seven young fashion designers in China, designing
ECCO fashion show outfits for ECCO shoes which helps them to further develop
their careers. The bi-annual ECCO “Walk In Style” events and the corresponding
road shows have enjoyed great popularity in local markets.

is rigorously tested in order to meet the highest international safety requirements
such as EN, CE, GS and CFR. The lacquer used by FLEXA is an environmentallyfriendly UV lacquer which is water-based and contains no formaldehyde.

The FLEXA concept is based on a wide variety of product combinations and is
built upon the possibility to change, re-design and continuously meet the needs of
the child as the child grows.

At FLEXA we see ourselves as full members of Chinese society with obligations to
contribute to welfare and future sustainability. In 2009, FLEXA and its dealers,
along with the Jiangxi government, established a Hope School in Hutang County,
near Fengcheng in Jiangxi province. We wish to improve the children’s opportunity
to receive a better education and live better lives. The FLEXA Hope School is being attended by over 700 students.

FLEXA was the first company to introduce safe, high-quality and sustainable
children’s furniture to Chinese consumers.

Children are one investment that will never lose value and we strongly believe that
it’s all about making things GROW… with the child and for the sake of the child.

FLEXA uses wood from forests that are managed under PEFC, a strict
international standard of forest management. Furniture manufactured by FLEXA

For further information
www.flexa.dk

In 2011, ECCO China appointed Ms. Dongjie, a leading Chinese actress, as the
very first “ECCO Walk In Style Ambassador” for China. Ms Dongjie’s passionate
approach to life and natural image is the perfect fit for ECCO, a Scandinavian
brand whose heritage represents the very same value.
www.ecco.com

THE RELIGION OF SUSTAINABILITY AND CSR
ENSURING
FOOD QUALITY
AND SAFETY
The footprint of the Danish family-owned company FOSS, which was established
in 1956, is significant in China. The business idea back then was to automate
otherwise time-consuming analytical methods by offering fast and cost-efficient
methods of analysis in the agricultural industry. The first instrument was developed
to test moisture in grain, and shortly afterwards, analytical solutions for the dairy
industry were developed.
Since the 1970’s FOSS has provided the Chinese Government with analytical
instruments for the dairy industry. These instruments have improved food safety
and the quality of dairy products while also optimizing the use of raw milk and
thereby providing larger quantities of dairy products for the Chinese population.

SHARING KNOWLEDGE
AND GENERATING JOBS

As a world leader in pump technology, Grundfos entered China 15 years ago. It
has now become the premium pump brand and a top foreign pump manufacturer
in China, serving thousands of customers.
Grundfos China has now total sales of about RMB1.8 billion a year in China.
Most of the products and systems sold in China are produced and designed in
China for China.
Our commercial success rests largely on our corporate values. Sustainability lies in
the heart of our corporate values and determines what and how we do things every
day.
Once we were asked whether we were a pump manufacturer. One of our staff
answered that “no, we are a green solution provider with pump technology”.
This sustainability belief has been turned into a ‘religion’ which is reflected in
everything we have done:
- Committed to keep our own carbon emission from manufacturing plants at the
2009 level in the future even if we expand our production in the world (including
China).

- Installed over 50 timers on water dispensers in all our facilities in China so that
these water dispensers can be turned off in the evening, thus saving energy
otherwise wasted.
- Developed a recycling system in all our offices in China install a solar heating
system for hot water at our major manufacturing facilities in China.
- Donated solar power pumps to poor schools to help solve water supply problem
and educate the students in renewable energy application.
- In the past 5 years, we have contributed a total of 898 MW to energy saving by
introducing green and high energy efficient pump systems to the market, which is
equivalent to 847,029 tons of carbon and 323,297 tons of coal.
Our experience tells us that ‘investment’ in sustainability is not necessarily in
conflict with our business development. Without a more sustainable
environment, there will be no meaning in business development. To combat
climate change, we have a slogan: STOP TALKING ABOUT CLIMATE
CHANGE, START ACTING NOW.
For more information, please visit www.grundfos.com

More than 150 people are employed at FOSS in China, of which about 30 are
employed in R&D. It is essential that we provide the necessary skills and training
to our employees in order to develop and produce highly innovative products.
Hence, considerable exchange and sharing of knowledge between our Chinese
colleagues and colleagues in production and development facilities in other FOSS
locations is essential for this to be a success. By working in teams and integrating
knowledge, technologies, and people across borders we develop and produce the
analytical solutions required by our customers in the Chinese food and agricultural
industry.
Our operations and local presence has also meant that we stimulate growth across
our supply chain in China – not only through our 50+ first-tier suppliers but
through their suppliers as well.
FOSS’ commitment to the Chinese economy has been further enhanced by the
establishment of the Danish Chinese Business Forum of which Nils Foss (the
founder of FOSS) is the chairman. The aim of this Forum is to strengthen
commercial ties between Denmark and China.
www.foss.dk

PAINTING OUR WAY
TOWARDS A BETTER ENVIRONMENT
The container industry has estimated that every year 100,000 tons of volatile
organic compounds is emitted based on the traditional solvent-based coatings currently used by the container manufacturers. It is equivalent to 332,000 tons CO2
emitted to the air after incineration. Unfortunately, CO2 is a major contributor to
the greenhouse effect to the globe.
There is growing worldwide impetus towards developing and implementing
industrial solutions that involve less negative impact on our shared environment.
After vast amount of lab research work and testing, Hempel R&D experts have
conclusively dealt with the challenges of using waterborne coatings on modern
high-speed container production lines where there is only very limited time available for drying.
Normally 80 liters of coatings are used to finish a standard 20-foot dry cargo container, in which 55 liters of the coatings are solvents. They are either added during
coatings production or to adjust application parameters at container factory. By

switching to waterborne systems, it means there will be higher water content in
coatings and only less than 8 liters solvents are used per container. If all container
manufacturers switch to using waterborne coatings, the annual output of VOCs
would be reduced dramatically by almost 90%. China thus will be benefiting
much from the reduction of VOCs since over 90% of containers in the world are
being built here.
Hempel not only offers the solutions, but we are also active in communicating
with the public about environmental considerations:
Hempel for example in October 2011 gave a presentation on waterborne coating
systems for the container industry at the Green INDUSTRIAL COAT ING Asia
2011 CONFERENCE & EXPO in Shanghai
One of Hempels Danish Footprints in China is promoting and enabling a more
sustainable way of using paint.
www.hempel.com

CATALYSING CHINA’S CLEAN FUTURE
Through 70 years of dedication to heterogeneous catalysis, Haldor Topsoe A/S has
developed and strengthened its position as a leading market player in catalysts,
catalytic reactions and catalytic process technologies worldwide.
Haldor Topsoe A/S started its business activities in China in 1970 and we now
have a wholly foreign-owned subsidiary in Beijing.
In the Chinese market, Haldor Topsoe’s technologies and catalysts are used in
many industries, creating a cleaner environment. For example, the refining, coking,
and fertilizing industries normally generate large amount of off-gases with various
sulphuric content, which leads to air pollution and waste of valuable resources. In
the power generation sector, our innovative SCR DeNox technology is widely used
to reduce NOx for air pollution control.
Haldor Topsoe has supplied its Wet Gas Sulphuric Acid (WSA) technology to
many plants, such as Shanghai Coking, to recover sulphur from off-gases and
produce commercial grade concentrated sulphuric acid. This exactly fits China’s
sustainable development objectives including cycling, economic development and
emissions reduction.

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In addition, Haldor Topsoe A/S provides technology with higher efficiency and
lower energy consumption for hydrogen, ammonia synthesis and methanol
synthesis plants, helping them to achieve international energy consumption
standards.
Example:
In 2011, Haldor Topsoe supplied methanation technology to the world’s two
largest plants for the production of Substitute Natural Gas (SNG) from coke oven
gas in Inner Mongolia. These projects will convert dirty “waste” coke oven gas into
clean and valuable LNG (liquefied natural gas).
Gao Qin, Vice General Manager of China Natural Gas Wuhai Co., Ltd. says: The
success of this project will serve as a model for the sustainable development of the
Chinese energy industry.”
Haldor Topsoe A/S has been actively working with local Chinese companies in
technology and knowledge transfer, and helping them to develop cleaner solutions
to suit local conditions.
Read more at www.topsoe.com and www.topsoe.cn

SOFT OR HARD IN CHINA
Founded in Denmark 1979, JYSK is one of the largest European bedding and
home furnishing chain stores.
The history of JYSK doing business in China can be traced back to the early 90s,
when JYSK owner Lars Larsen came to China to source bed linen, towels and soft
furnishings. Mr. Larsen found it was not easy to find Chinese people who
understood English; but in April 2010 when he came back and opened his very
first JYSK store in China, located in the YangPu District, Shanghai, he realized
things have changed a great deal.
JYSK now aims to open at least 500 stores in Mainland China, and already runs 9
stores in Shanghai and Wuxi.
JYSK recognizes that, as an international concern, its actions have an impact on
our surroundings. We want to be a socially responsible retailer handling “soft” and
“hard” expectations clearly and fairly.
JYSK performs both announced and unannounced inspections of our suppliers in
order to ensure that our contractual agreements concerning social and
environmental standards are met.

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Change does not happen overnight, nor does it happen by ignoring problems
when they occur. This is why we continue working with suppliers who have
challenges and help them to correct their mistakes, because we will only be able to
move forward if we work together.

THIRTY YEARS IN CHINA
Kjeldsens® Butter Cookies entered the Chinese market in the early 1980s and
along with the rapid development of the country, quickly flourished from a few
retail locations to today’s extensive retail network covering over 45 cities. In addition to bringing the flavours of traditional Danish butter cookies to the Chinese
over the years, Kjeldsens® has also created a wealth of positive values, joining hands
with the Chinese community to achieve extraordinary results.
Safeguarding quality is one of our top priorities, and only through strict quality
control are our customers able to experience the true golden, crunchy, full of butter
aroma that Kjeldsens® offers. Kjeldsens® Butter Cookies are created, produced in
and imported from Denmark, an enduring promise that guarantees the quality and
flavours of our product.
Our commitment to food quality and safety is being highlighted both by ourselves
and our customers. As such we contribute positively to public opinion and focus
on the issue of healthy and safe quality food as a major selling point.

An ideal gift for any festive occasion, Kjeldsens® Butter Cookies not only introduced the Western idea of celebratory gift giving to China, it also blends seamlessly
into the Chinese values of filial piety, respect and love.
Investments in advertising have stimulated the development of China’s retail
market. Over the years, advertising investments by Kjeldsens® Butter Cookies have
also energised and revitalised the advertising industry. In addition to television and
print advertising, we have also explored new and innovative channels including
multimedia and outdoor advertising, public and underground transport advertising, as well as online advertising.
As an internationally renowned brand, Kjeldsens® Butter Cookies have become a
household name in China, and a valuable and influential product within the retail
market. Through this example, we have exhibited how to bring about positive
economic results, and encourage our industry counterparts to create similar largescale brands in China.
Please visit us at www.kjeldsens.com

We also recognize that the Danes and the Chinese at times have different habits,
traditions and expectations. This goes for our cooperation both on products and
processes.
An example from the product side: Chinese customers prefer harder mattresses
than European customers – (described as “hard as stone” by JYSK Danish buyer
Jakob Leth). JYSK China therefore launched several typical “Chinese Hard”
mattresses, which proved to be a great success, but would never sell in Denmark.
Further information: www.jysk.com.cn

SAFETY, FUNCTIONALITY, COST SAVING AND HEALTH
Established in 1933 and with its headquarters in Brande, Denmark, KMC has for
almost 80 years manufactured top quality potato based starch for the food industry
worldwide. KMC operates three native potato starch factories, one modified starch
factory and one dehydrated potato factory - all in Denmark.
The KMC potato starch range is complete and consists of Native Potato Starch,
Modified Potato Starch, Potato Fiber, Potato Dehydrates and very sophisticated
Functional Ingredients.
KMC is a cooperative and the owners – Danish farmers – ensure supplies of very
high quality raw materials (potatoes). Through its ownership, KMC builds on a
strong tradition of safe and healthy food. We are in control of the potato starch
based products right from the Danish fields to the tables of our customers. Our
harvest and production are fully automatic processes with complete traceability.
All the products are processed using naturally filtrated Danish ground water without the addition of chemicals of any kind.

KMC also has organic and clean label products in the product range to meet
customers’ demand for quality and safety.
KMC`s footprint in China is our commitment to safe and healthy food. This commitment is passed on to our Chinese staff and consumers via training, information
and the power of the good example.
China has always been a key and major market for KMC, which has been operating in China for more than ten years since the opening of its representative office
in 1998. KMC has built up long term business co-operations with the key food
manufacturers in China and our products as well as our ability to serve as a product development partner are well-recognized and appreciated in China and across
the region.
For further information: www.kmc.dk

www.kk-electronic.com or www.goandC.info

TWO CULTURES, BUT COMMON GOALS
Today’s advanced kk-electronic control solutions build on decades of engineering
experience and know-how.
We like to lead the way, and we always have. Back in the 80’s we were the first in
the world to connect wind turbines to the national grid, just as we were the first
to bring new potential to the wind turbine industry with a computerised control
system.
Today, kk-electronic develops and manufactures solutions for control and
monitoring of wind turbines, and we have around 600 highly motivated
employees. Our JV, kkqv, is based on proven technology and processes. The process
of creating a real Chinese – Danish joint venture has been exciting, as we have to
deal with different cultures and ways of doing things. However, our common goals
and acceptance of differences has made it a very positive process.

Danes stick to a flat structure while Chinese are used to a top down approach.
We have spent many hours discussing Confucius, Tao, Ying and Yang and other
principles, which is a part of the business culture in China.
We continuously try to adapt to the Chinese way as far as we can and as long as it
makes sense.
We have implemented Danish CSR principles in the JV. Our colleagues in the
JV try to adapt to this CSR approach, but it is only because we also adapt to the
Chinese approach that it has been successful.
We consider CSR as a way to maintain our quality, productivity and brand
globally. Likewise the development of solutions for Chinese customers takes
place in close cooperation. Technology transfer is an important part which will
ultimately enable our JV to work more independently in the daily operation and
cooperation with partners.
This is our Danish footprint in China.
www.kk-electronic.com or www.goandC.info

THE KEY TO EXPANDING OUR FOOTPRINT IN DERMATOLOGY
LEO Pharma is a global pharmaceutical company with headquartereds in Denmark.
Founded in 1908, LEO Pharma has evolved considerably in the course of its long and rich
history. The company’s origins lie in developing and marketing a range of pharmaceutical
products for different therapeutic areas. Today, LEO Pharma is focused on dermatology
care and helping people achieve healthy skin.
LEO Pharma China was established in 2009 as part of a growth strategy to position LEO
Pharma as the preferred dermatology care partner, improving people’s lives around the
world.

BE THE FIRST
TO SHARE AND INFLUENCE
At Kopenhagen Fur, we are proud to have left some footprints in China as a
trailblazer in the fur and fashion industry. And we are even more proud to see that
along the way, our Chinese customers and partners are joining us to leave positive
footprints of their own. In short, footprints that make up a healthy and dynamic
eco-system.
First fur design studio in Chinese universities - Since 2005, we have sponsored
a fur design workshop in the Academy of Art and Design, Tsinghua University.
Over the years, more than 100 Chinese design students have delved into the world
of fur design and created their own fur styles that are presented in fashion weeks
annually.
First international certification for fur retailers – Since 2006, we have certified
seven leading fur and fashion shops in major Chinese cities. The certification is
a guarantee of quality and service. We offer education to the sales staff and stage
fashion events to assist the certified boutiques in improving the shopping
experience for consumers.

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First fur and art crossover in China – in 2010, Kopenhagen Fur collaborated with
eight young Chinese fashion designers and eight contemporary artists to create
stunning artworks interpreted through fur. A one-month exhibition ensued in the
798 Art District.

Education is central to LEO Pharma China expanding its footprint in China. Not only
do we invest in developing our growing team; we also educate doctors and patients in skin
disease.
We host the LEO China Psoriasis Forum, China’s biggest annual event aimed at improving
psoriasis knowledge amongst dermatologists. We also host around 2000 events in total
every year, all of which aim to educate Chinese health professionals in dermatology care.

First executive education programme in the fur industry – in 2010, Kopenhagen
Fur worked with Tsinghua University to roll out the Executive Education for Fur
CEOs (EEFC) programme, the first of its kind in the world specifically for the fur
industry. By offering comprehensive and top-class courses, EEFC aims to assist the
Chinese fur industry to overcome bottlenecks such as design, branding, marketing,
and management.

In 2011, LEO Pharma China launched its Patient Care Team, dedicated to supporting and
educating psoriasis patients across China. The team helps patients understand their skin
disorder so that they can improve their treatment and quality of life. Support is delivered
through a range of services such as a call centere, patient education meetings and a website,
which allows patients to communicate directly with some of China’s best dermatologists.

Please visit www.kopenhagenfur.com and discover how the world’s biggest fur
skin auction house is committed to contributing to the Chinese market.

In the future, LEO Pharma China will continue to educate patients and doctors in
dermatological care. By sharing knowledge, we hope to expand our footprint and improve
quality of life for patients in China.
For more information, www.leo-pharma.com

Heating and cooling of homes, offices and other
indoor facilities consume a significant part of
the energy generated in China. LOGSTOR is
in China to offer our contribution to reducing
this consumption and thereby also reducing
the impact on the environment. The means is
district energy.

District energy is part of the infrastructure
of a modern society. In brief it is centralized
production of heating and/or cooling, which is
distributed as hot or cold water to each building.
The water is then used in radiators for heating
and cooling units respectively. District energy
systems can be tailored to towns of any size.

LOGSTOR has just entered the Chinese market,
and based on 50 years’ experience from Europe
we have started production and supply of our
modern pre-insulated pipe systems for such
infrastructures. The pipe system links
energy-efficient, environmentally sustainable and
financially attractive production of heating/
cooling and the comfort of the Chinese citizens.

Once installed below the ground, the system is
invisible – it cannot be seen, heard or smelled.
The supplier of district energy and its customers
can rely on a future where the footprints from
district energy will add quality to daily life, year
after year. Additionally, by offering an increase in
energy efficiency of 30% on average, and
centralized heat production, it has a great potential for increasing the number of days with blue
sky over the Chinese cities.

Lundbeck has been improving the quality of life for those suffering from mental
illnesses for almost 100 years. Lundbeck was established in 1915 and in the 1950s
Lundbeck discovered some of the world’s first treatments for psychiatric disorders.
Each year we invest more than 20% of our global revenue in research.

如欲了解更多，请登录我们的网站：
www.lundbeck.com

Lundbeck provides high quality treatment options to help the patient and their
caregivers. Lundbeck’s first depression treatment was launched in China in 1993.
Since then we have helped millions of patients suffering from depression and
Alzheimer’s disease.
Our Danish footprint in China includes:
1. Providing high quality treatment options to help patients and their caregivers
2. Bringing new and innovative treatment options to China
3. Providing world class education to Chinese doctors
4. Investing in production and research facilities
The Lundbeck Institute is an independent institute dedicated to medical
education in the central nervous system (CNS) field. The institute has a panel
of experts comprising 82 experts worldwide, including two from China.
Lundbeck Institute, China was established in 2008 and has since organized 80
seminars in more than 20 cities, attended by 3000+ participants. We also send
local experts to participate in international seminars in Copenhagen.

发电

→ 能源利用率仅40%

Power production → 40% energy efficiency

供电
Power supplies

区域供冷
District cooling

热/冷与电联产-能源利用率高达90%
区域供暖
Co-production of power and heating/cooling → 90% energy efficiency District heating

任何能源皆可利用
Any energy source

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能源加工处理

输配设施

打造环保、舒适的城市生活

Energy processing

Distribution infrastructure

Environmentally responsible urban comfort

distributing energy efficiency

Lundbeck’s commercial head office is based in Beijing. In 2011 we opened
our first research facility in Asia in Shanghai and in 2012 we will open our
first production facility in Asia in Tianjin. Lundbeck is continuously looking
for partners in research and commercialization of treatment options in order
to serve the Chinese people even better in the future.
Lundbeck aspires to be the leading CNS Company in China.
For further information about the company please visit our website:
www.lundbeck.com

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能力的分享与共赢
“蓝”环保新色调
在A.P.穆勒–马士基集团，我们的可持续发展工作围绕“成为一个负责任的企业”的目标而展开–平衡社会与环境问题
对保持盈利至关重要。我们将作为航运业界的表率，让低硫低碳排放的运输方式成为我们的竞争优势。www.maersk.com
At the A.P. Moller–Maersk Group, our sustainability work starts with a vision of being a responsible enterprise that balances social and environmental concerns with the
obvious need to remain a profitable business.We will take leadership in the shipping industry so that low-CO₂ and low sulphur transportation becomes our competitive
advantage. www.maersk.com

SHARE POWER TO GAIN POWER
Martin Bencher Freight Forwarders (www.martin-bencher.com)
believes that our success in China comes from sharing ideas and knowledge.
Competitors, employees, customers and suppliers all contribute with valuable
knowledge and networks, and that is to a high degree our footprint in China.
We depend on our employees to be flexible, service-minded and responsible.
We tend to think that we achieve this by “sharing power” with the employees. We
do, however, recognize that such Danish management principles should not be
directly transferred into a Chinese reality. In reality this is a paradox. Not only in
a Chinese-Danish context but in business in general, management often has to
handle such paradoxes. Our slogan also consists of two opposites: Be humble but
do not crawl – be proud but not arrogant.
Our management style – or Danish footprint - contains similar paradoxes:
1. Flat structure but with clear leadership and direction
2. Rewards and bonuses, but also clear criticism when required
3. Sharing of power but without a total lack of control

52

Example:
In early 2009 a Chinese employee proposed to Mr. Bo Drewsen (CEO) that the
company should offer their successful services to Freight Forwarders in Western
China (competitors). Hereby, Martin Bencher would share power and allow the
providers from Western China to rapidly internationalize. At the same time, Martin Bencher would, however, gain power by developing the business in Western
China.
The idea worked and the employee in question got an extra bonus both in order
to acknowledge his idea and also to signal that innovation and sharing of ideas is
highly encouraged in Martin Bencher.
A successful mix of Chinese and Danish management and business style is decisive
and it is a significant Martin Bencher “Danish footprint in China”.
Further information www.martin-bencher.com

COMMITMENT TO
NUTRITION RESEARCH
AND SOCIAL RESPONSIBILITY
In 2006, Arla Foods, a Danish century-old dairy company, and Mengniu Group,
the leader of the Chinese dairy industry, established Mengniu Arla (Inner Mongolia) Dairy Products Co. Ltd. Our vision is to build the best milk powder brand in
China, to provide high value nutrition products to the consumer, and continuously improve the health and life quality of Chinese people. At present, Mengniu
Arla have launched a complete series of products from baby infant formula to
products for adults, including powder for pregnant women, babies from new-born
to 7-year-olds, students and seniors.
To strengthen the nutrition knowledge of Chinese mothers and further improve
the maternal-infant nutrition status in China, in 2011 Mengniu Arla donated
funds for the establishment of an international non-profit organization – the
Mengniu Arla Nutrition Research Centre. The center is one of the first to put focus
on a new theory called ‘the Nutrition and Gene Expression Theory’, indicating
that ‘the adequate nutrition in a baby’s early-stage can optimize its gene expression’,
which takes the maternal-infant nutrition research of China to a higher level.
In between developing the brand and nutrition research, Mengniu Arla engages in
all kinds of social activities. In May 2008, more than 4 million RMB was donated
to Wenchuan earthquake area in Sichuan and staff were sent to help with disaster
relief efforts. Moreover, infant milk powder was donated to families with babies in
need in Henan, Shandong, Liaoning provinces of China.
As an investment in China by Arla Foods, Mengniu Arla is committed to conduct
nutrition research and transform these R&D results into improved maternal-infant
products for Chinese.
www.mengniuarla.com

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Less than a decade ago, type 2 diabetes was very rare in China. Today more than
40 million people have the disease or its precursor. The idea is quite simple.
NNE Pharmaplan can’t claim to save lives or cure diseases. We don’t produce
any medicine, but we put all our engineering and consulting capabilities behind
the companies that do. And by supporting those companies, we play our part.

ENGINEERING FOR A HEALTHIER WORLD
NNE Pharmaplan is the world’s leading engineering and consulting company
in the complex field of pharma and biotech. Headquartered in Denmark, NNE
Pharmaplan employs over 1700 people at more than 25 locations around the
world. NNE Pharmaplan established operations in China in 1995 and is currently
represented by over 425 employees across offices in Tianjin ,Shanghai, Guangzhou,
and TEDA.
In China, diabetes is a growing problem. An ageing population and the adoption
of a more Western lifestyle indicate that the problem will expand across Asia. As
part of the solution, NNE Pharmaplan has engineered several insulin formulation
and filling plants in China for one of its key customers and is currently involved

in establishing the world’s most modern and energy-efficient facility which is now
located in Tianjin. Other projects include developing solutions for the safe
production of vaccines, biopharmaceuticals, API products, and other life sciences
product manufacturing facilities for both in China and across the world.
With our sustained growth over the years, our need for talented engineers, experts
and business leaders is also obvious. In addition to active recruiting, we have also
established our own ‘China Acceleration Programme’ to assess the management
potential of our existing employees in China and to accelerate the personal and
professional development of selected employees. For more information, please visit
our homepage www.nnepharmaplan.com

TRANSFER OF KNOWLEDGE TO CHINA
Novenco Marine & Offshore A/S has a history going back 60 years as an innovative, future-oriented company focusing on heating, ventilation, air-conditioning
and refrigeration solutions for marine applications. We employ more than 300
highly qualified specialists at our 4 sites across the world.

Since 2007, we have expanded our global presence by establishing a main sales and
project handling office in Shanghai, satellite offices in Tianjin, Guangzhou and
Dalian, and a factory in Wuxi - a logical step for us because of China being such a
strong shipbuilding nation.
For this endeavour to become a success, transfer of knowledge was of the essence.
During the last 5 years, a steady flow of newly-hired Chinese sales managers,
project managers and designers has been coming to our Headquarters in Denmark
for training purposes. The focus has been on aligning our global use of information
systems, our knowledge of our products, and on sharing market knowledge.

Ever since we launched our sites in Shanghai, Tianjin, Guangzhou, Dalian and
Wuxi, we have been constantly hiring new Chinese employees who come to Denmark to acquire additional skills.
A group of ten factory management employees travelled from Wuxi to Naestved
to receive training in Novenco’s financial and logistics systems, quality assurance
system and engineering. The blue collar staff were in turn trained in Wuxi by their
blue collar colleagues from Denmark to broaden their skills and to gain knowledge
of the entire product cycle.
It has been a great success for everyone involved; the products out of our Chinese
factory have exactly the same high quality as their sister products in Denmark.
Our homepage is www.novenco-marine.com.

A DANISH MODEL FOR SUSTAINABLE LIVING
AND DEVELOPMENT IN WESTERN CHINA
A Danish Model for Sustainable Living and Development in Western China
In 2007, China signed a memorandum of understanding aimed at strengthening the cooperation in education with Danish government and business school
representatives. Since then, an in-depth exchange in development and education
has been carried out between the two nations. This collaboration was spearheaded
by Professor Per V. Jenster, a professor of strategy and entrepreneurship, resident
in China since 2005. These efforts resulted in the 2011 opening of the NCLL, a
sustainable “Nordic” inspired new city and NIMI located on the banks of the Pi
River in the Xindu District of Chengdu, Sichuan Province.
The Nordic City of Living and Learning, approximately the size of the inner city
of Copenhagen, has a 1.8 km long “knowledge avenue” connecting 1 bridge, 1
district, 1 park, 2 streets, 3 colleges and 4 community areas. NCLL also contains
a 3rd generation innovation and research park. The initial concept is a product
of Danish architecture firm VLA and reflects Nordic values for environmental
harmony and human quality of life. This makes NCLL a world–class sustainable
green city for living and education. It successfully incorporates education, culture,
residence, recreation, trade and commerce in a unified gestalt.

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NIMI
a Northern European business school aimed at supporting growth in China
NIMI aims to be a key managerial competence development resource for Northern
European firms in China. With numerous world famous professors coming from
top-level business schools all over the world, including Harvard Business Schools,
CBS, University of Hamburg, IMD, INSEAD, KTH and UCLA, NIMI is also a
platform for communication and cooperation between the enterprises in Western
China and Europe.
As we see, NCLL and NIMI are making new and lasting footprints in Chengdu
and providing a great platform for Danish and European firms in Western China!
www.nimichina.com

A HEALTHY FOOTPRINT IN CHINA
China is one of the fastest-growing economies in the world. But this development
is accompanied by an increase in lifestyle-related chronic diseases. Diabetes poses
a growing social, educational and economic challenge for the Chinese society and
the people and families affected by diabetes. An estimated 40 million people in
China have type 2 diabetes in 2010; a number expected to reach 80 million over
the next 15 years.
The growth of diabetes is so serious that healthcare systems will soon be struggling
to cope.
Novo Nordisk is among the first pharmaceutical companies to
demonstrate a long-term commitment to enhancing diabetes treatment
and care in China. We pursued a holistic strategy that went beyond
business as usual – provision of new innovative treatments and services
– by also focusing on physician training, patient education,
strengthening the healthcare system, public awareness, local production
and R&D.
In 1995, we opened our first production site in Tianjin. In 2002, we
were the first pharmaceutical company to open a biopharmaceutical
R&D centre in China.
In the early 1990’s and for the next decade, the Chinese
dia¬betes community experienced a lack of focus on
diabetes by pharmaceutical companies. Physicians
and specialists identified long-term access to the
best products and services as the most important
factor enabling them to improve diabetes
treatment and care.

BIOENERGY
THE FUTURE OF ENERGY
As a pioneer and leader in the bioenergy industry, Novozymes offers a broad portfolio of robust, high-yielding enzymes for all areas of biofuels production that are
second to none in terms of performance, quality, and reliability.
Novozymes began developing enzymes for cellulosic ethanol in 2000. In February,
2010, we launched new Cellic® CTec2 enzymes, the first commercially viable
enzymes for production of biofuel from agricultural waste. Since the enzyme cost
is just $0.50/gallon of biofuel, it enables the biofuel industry to produce cellulosic
ethanol at a price below $2.00/gallon (RMB 3.60/L). Today, advanced biofuels
can compete on price with ordinary oil-based fuels while saving up to 90% CO2
emissions.
Through bioinnovation, Novozymes supports and enhances the sustainability of
biofuels. Our key role is to develop new enzyme technologies that allow the use of
new feedstocks in biofuel production, increase the efficiency of feedstock
processing, and maximize the utilization of all feedstock compo-nents. We are
constantly improving technologies and processes – delivering increasingly green
and sustainable energy.
Visit Novozymes Bioenergy website at
www.bioenergy.novozymes.com

In 1994, China had limited services and
institutions to provide the necessary
physician training and patient education.
To fill this gap, we invested in community
programmes focusing on diabetes
prevention. Later, we invested in a
National Diabetes Programme,
including several public-private
initiatives developed and executed
in partnership with the World Diabetes
Founda¬tion and the Chinese Ministry of Health. The
project was initiated in 2002 with a focus on developing
dia¬betes guidelines, training and health system integration.
www.novonordisk.com.cn

We are a pioneer in the global digital camera systems industry and we support the
most talented professional photographers’ creative ideas while allowing them to
leverage the best photography in the world.
Our Danish footprint in China is a personalised approach that encourages
innovation and creativity while fostering adoption.
As development continues in China, we aim to understand what our Chinese
customers require. We are committed to providing open and upgradable products,
which give our Chinese customers freedom of choice by providing the best tools
for their creative visions.
We have already set standards in the early stage of the digital arena and have raised
the bar with revolutionary highest resolution and quality. This is how we assure a
stunning image for wide ranges of use for our Chinese customers.

However, we never slow down when it comes to innovation and first to market.
We are always looking for methods to make improvements and aspire to know
more about how Phase One fits the photography workflow and ideas. Our special
project — Service Camp, builds a one on one communication platform for our
Chinese customers and allows us to understand and discuss the thoughts, feelings
and suggestions of our customers. This personalized approach is a unique way for
both parties to develop ideas and share experiences. We grow together.
In our open public training courses we invite world class photographers as well
as Phase One worldwide partners to share our ideas including our professional
knowledge on photography, colour management technologies, optical imaging
technologies and onsite skills.
Phase One is a company full of passion for photography, always pursuing
innovation and creativity. This is how we live up to our slogan:
“Phase One, what the world’s best photography is made of ”
For more information visit our website: www.phaseone.com

DESIGN THAT SUPPORTS
NEW WAYS OF WORKING
Good furniture should always be around you. Buying it should add to your
life. This is the essence of The Paustian Experience.
The backbone of Paustian is an honest desire for design. For more than 45 years
we have designed our own furniture. The goal is to create lasting value. We build
our design philosophy on the three cornerstones: functionality, simplicity and
originality.
Paustian and Paustian International
Paustian is a Danish Furniture Design Company with its head office in Copenhagen Denmark located in a building designed by the world famous Danish architect
Jørn Utzon. We also have shops in Aarhus Denmark, in Oslo Norway and in
Shanghai China.
Paustian specializes in supplying interiors to companies not only in Denmark
both also in other parts of the world. Providing public, private and multinational
corporations with insight and inspiration, from initial sketches until everything is
in its place.

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Our own interior designers
Separating work and play makes little sense, if you ask our team of interior
designers. In their world it is all about how to stimulate. They know about the
latest trends in new ways of working and the design of office spaces, taking both
ergonomics and working environment in to consideration.
It has been proved that using new ways of working in companies when meeting,
relaxing, finding inspiration, eating lunch, working alone or together, give a much
better working environment and a productive and varied working day.
Our Danish footprint in China
Paustian International offers services to international companies as well as private
customers with an interest in Danish design. In our 300 m2 shop in central
Shanghai we display our office space based on the new ways of working. One of
our Danish footprints in China is to inspire and catalyze how physical design and
layout can support the management visions of a company.
www.paustian.cn

飞思，世界之美尽在拍摄中
this photo captures the most beautiful moment of the dancer
and highlights what we are doing and what we do the best

After our first contact with China Post Stamp Printing Bureau in December
2009 we signed a contract concerning assistance with the design of four Chinese
stamps with European motifs. Our relationship now has evolved into running a
two-year training course for ten Chinese designers. This has led to a course being
held in Beijing with Danish teachers. Furthermore China Post has this year (2011)
designed Danish stamps with motifs from the world of Hans Christian Andersen.

We have seen that it is both demanding and rewarding to work between two
cultures as different as the European and the Chinese, and on both sides it takes
a lot of concentration to negotiate on new tasks. Additionally it requires great
patience and persistence on both sides to understand the differences in culture.
But that personal relationship is important. We constantly send the same people to
China and this leads to a development in the confidence relationship that makes us
work in an environment of reassurance and understanding.
In Post Denmark Stamps, we believe that a good mutual cooperation can give us
the opportunity to gain a good foothold in China, so that the story our stamps tell
also becomes relevant for the millions of Chinese stamp collectors that we would
like to get in contact with.
Further information, www.postdanmark.com

STRONG COMMITMENT TO SUPPORT
DEVELOPMENT OF HEALTHCARE SOLUTIONS IN CHINA

COOPERATION AND MUTUAL TRUST
Post Danmark Stamps are a small part of Post Nord, Scandinavia’s largest postal
company. Our main business is designing and producing postage stamp products
for our market in Denmark. But a second and important part of our job is to tell
the story of Denmark through the stamps. It is the story of Denmark we want
China’s millions of stamp collectors to be interested in.

Founded in 1935 and headquartered in Copenhagen, Denmark, Radiometer is a
leading provider of technologically advanced acute care solutions that simplify and
automate all phases of acute care testing. Radiometer’s products and service were
available in China from 1970, and Radiometer China was established in 2005.
Since we came to China, we have been extremely focused on how we as a company
can be of assistance when it comes to improving the treatment of critically ill
people in China, particularly, in the developing rural areas. Since 2008 Radiometer
China has engaged in partnerships with government and core healthcare
institutions to share knowledge on how to diagnose critically ill patients with our
acute care analyzer.
Example:
1) From 2008, Radiometer China has held hundreds of workshop and covered
a wide range of theoretical as well as practical issues related to the diagnosis of
critically ill patients, targeted at more than 10,000 physicians and nurses working

in hospitals and labs. It could help them to better understand their requirements
and to improve access to appropriate and highly cost-efficient medical equipment
throughout the country, especially in rural areas.
2) In 2009, Radiometer China was actively involved in the project “Population
and Healthcare Data Platform” initiated by The China Ministry of Science and
Technology and The China Ministry of Public Health. The outcomes of this
project really help to improve healthcare solutions in China.
As a Danish company committed to further growth in China, paired with
dedicated commitment to corporate citizenship at local level, Radiometer makes
every effort to support the development of healthcare solutions for China with our
strengths and competences in the field of acute care testing.
To learn more about Radiometer China, please go to www.radiometer.cn

DANISH VALUES
TOLD THROUGH STORYTELLING
Danish storytelling was first introduced to the Chinese when Hans Christian
Andersen’s fairy tales spread to every Chinese classroom in the 1950s. To this day
many Chinese associate Denmark with unique fairy tales and in China the Little
Mermaid is a respected symbol of this heritage.
Since the opening up of the Chinese economy, many Danish companies, especially
those working with traditional simplistic design, have had difficulties finding a
way to tell their story to Chinese consumers, being often overshadowed by the
larger and more aggressive French and Italian design brands.
But a large proportion of Chinese consumers are rapidly evolving, the joys of
playing with bejeweled bags and expensive-looking furniture being replaced by
a deep desire for something with a beautiful, unique yet humble and functional
design.

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费者的热情和赞叹，就像安徒生童话今天仍然动人心魄，
让人们爱不释手一样。
我们致力于与我们的中国顾客及外国顾客分享我们独一无
二的故事，这些简单而富有魅力的故事如此引人入胜，不
是因为它们代表了最新的时尚，而是因为它们根植于丹麦
价值，因为它们是一种思想，一种追求永恒设计的思想。
这里拥有独特的氛围、地道的丹麦食品和设计，我们希望
借此将这些独特的公司引入中国，他们有着令人惊叹的故
事，也更需要时间和努力来做得更好。
我们在中国留下的第一个足迹，是一个不起眼的小屋，她
分享着丹麦故事，给中国大众介绍着一种不同的生活方式
和价值——而这些生活方式和价值的主人，也许是“这个
星球上最幸福的人”。
www.royalsmushihouse.cn.com
At Royal Smushi House we are proud of Danish design and believe that if given
the chance to address the proper audience, Danish design brands can enchant and
excite Chinese consumers in much the same way that Hans Christian Andersen
stories still do today.
We make it our goal to share these unique stories with our Chinese and Foreign
customers. These stories of simple beauty are fascinating, not because it is the latest
fashion but because of its roots in Danish values and a school of thought that
appreciates timeless design. By creating a unique atmosphere where our customers
can experience authentic Danish food and design, we hope to introduce China to
these unique companies who have their own amazing story to tell, but who need
the setting and time to do it well.
The beginnings of the footprint that we are making in China is the footprint of a
humble house sharing the stories of Denmark and helping promote to the Chinese
public the lifestyle and values of probably “the happiest people on the planet”.

GREEN AIRLINE
Scandinavian Airlines (SAS) aims to become the most environmentally conscious
airline in Europe .

Now SAS is also sharing this knowledge with the Civil Aviation Administration of
China and hopes to implement it in China in the near future.

In 2010 SAS became the first airline in the world to have both ISO14001 and
EMAS environmental certificates. SAS aims to have aviation’s most efficient fuelsaving programme, reducing carbon emissions by 20 percent by 2015 and becoming carbon neutral by 2050 regardless of traffic growth.

The onboard Comfort Kit is another excellent example of how SAS innovates to
enhance passengers’ travel experience while remaining true to its environmentally
conscious roots. The Comfort Kit has won a Mercury award for “Light Equipment” from the International Travel Catering Association. The unique bag and
products are environmentally friendly. The exterior bag is PET felt, produced from
100% recycled plastic. The inside bag contains products with natural, renewable
and organic ingredients. Biodegradable and recyclable packaging is used.

SAS was the world’s first airline to conduct Green Landing in 2007, which is part
of the “Green Approaches” project. It was introduced to reduce fuel consumption
and noise, and provide a more comfortable approach for the passengers.
Our footprint in China:
Co-ordination between air traffic control and the cockpit before landing reduces
time, carbon emissions and fuel. Savings are approximately 150 kg of fuel, equivalent to a reduction in CO2 emissions of over 470 kg per landing.
“Eco Cruise” entails a reduced speed to minimize holding patterns on approach,
of which green approaches are part. A slightly lower than normal air speed reduces
fuel consumption.

In China, SAS operates daily a flight from Beijing to Copenhagen and 5 times per
week from Shanghai to Copenhagen (commencing March 2012)
SAS is a founding member of Star Alliance, the world’s largest airline alliance.
www.flysas.cn

WHO AND WHY DCCC?
Danish Chamber of Commerce in China (DCCC) was established as an informal
gathering of business people in the nineties.
This became the Danish Business Association and in the year of 2000, DCCC was
formally approved as Danish Chamber of Commerce in China.
Today DCCC consists of 3 chapters in China: Beijing, Shanghai and Guangzhou.
The goal of the Danish Chamber of Commerce in China (DCCC) is to serve as
the natural centre for the Danish business community in China by providing a
platform for networking, information and best practice sharing, as well as engaging
Chinese and Danish governments and other authorities in a dialogue on legislative
and other measures affecting trade between Denmark and China, and making
recommendations on method or policy where deemed appropriate or required.
DCCC organizes regular member activities, but one of the most famous event
is the yearly grand Charity Gala Ball, where we through our members, help the
Chinese community with donations for Chinese children’s education and welfare.

DANISH RESPONSIBILITY
Danish companies are so privileged that China has invited them in. An increasing
number of Danish businesses have accepted this opportunity to either completely
replace Denmark with China or move parts of their production to China. The
hospitality is greatly appreciated in Denmark.
In return for the Chinese hospitality the new Danish investors, employers and
trading partners will leave footprints in China for the benefit of both present and
future Chinese generations, They will bring a long a corporate culture that approaches business with a fundamental respect for society and environment; growth
has to go hand in hand with responsible behavior.
Respect for social and environmental challenges has emerged in Danish businesses
through a long tradition among the Danish authorities of setting some of the
world’s highest requirements in regard to responsible behavior among Denmark’s
own businesses. It has actually made Denmark one of the international frontrunners when it comes to responsible growth. We call it Danish Responsibility.
So, with respect for the Chinese values and distinctive characteristics, Danish
business in China will let growth go hand in hand with a fundamental respect for
Chinas environment and climate as well as the health and the working climate of
the Chinese people who choose to apply for jobs at the Danish businesses.

A few examples of the Danish version of responsible growth: The Danish labour
market has a strong tradition of co-operation between employer and employee.
One of the results is favorable conditions as to working hours and work environment, and with that more motivated and efficient employees. The employees are
continuously being trained thus becoming the key to innovation and better products. Also social inclusion; health; and protection of the environment is in focus.
As a new initiative, Danish law requires that all large Danish businesses state their
work with corporate social responsibility in their annual report.
Danish Responsibility means striving for a sustainable future while building competitive companies and a strong society. Learn more about Danish responsibility on
www.danishresponsibility.dk – and be part of the challenge to create a better world
with better products。
Danishresponsibility.dk is developed by the Danish Ministry of Business and
Growth, in cooperation with the Trade Council. The aim of the website is to
present an overview of Danish efforts within the field of social and environmental
responsibility.

With the sponsors’ generous support, the DCCC Gala Ball has raised more than
4.8 million since 2003, enabling better educational opportunities for the poorest
children in China. We have supported diabetes projects in Tibet, Building schools
and kindergartens in rural areas of China, Supporting young blind people getting
an education, supporting with tents and other supplies in earthquake situations
and helping children, whose parents are in prison.
DCCC has always chosen children’s education and welfare as its charity cause.
The Children are the future of China, - education represents a brighter future for
the them and by supporting them, also a brighter future for China.